How TikTok sensation Squishmallows joins the Buffett empire

Playing it right: A child at the Squishmallows booth during the Berkshire Hathaway annual meeting in Omaha, Nebraska. The Zeberskys think the squishy toys can be a hit but have not been marketed well to a mass audience. — AP

OMAHA (NEBRASKA): Squishmallows joined Warren Buffett’s business empire two years after Lady Gaga, Kim Kardashian and others helped make the plush stuffed toys a viral sensation on TikTok.

For Judd and Laura Zebersky, whose company Jazwares makes the toys, the success of Squishmallows is hardly what they imagined when they met 33 years ago at the University of Miami law school.